Lack of Single Source Usage Data, Privacy and Device and Platform Proliferation Vex But Don’t Deter
By Marc Dresner, IIR
Jason
Platt Zolov’s daily grind as market research director at HBO would probably overwhelm
anyone who isn’t comfortable making sense out of uncertainty.
But
that’s the nature of media research today: Platt Zolov manages to deliver
reliable insights under challenging market conditions using less than perfect
source materials.
In
a recent interview with the Research
Insighter podcast series, Platt Zolov discussed some of the obstacles he
faces and how he’s addressing them.
“Multi-platform usage is really one
of our biggest issues,” Platt Zolov told the Research Insighter.
“We know individually how many people tuned in on
Sunday night and individually how many people may have clicked on HBO GO or HBO
on Demand, but to be able to see how they are moving between those different
platforms is something that is very difficult to do,” Platt Zolov said.
“There is also the added layer of tracking all the
different devices that people are watching on—mobile phones, tablets, new
connected TV experiences with Apple TV and Roku…,” he added.
"There are a lot of
privacy issues around trying to link multi-platform usage to HBO loyalty—why people
continue subscribing and paying that bill every month."
Without a single source for usage data, Platt Zolov and his colleagues rely on conventional survey instruments and other sources to fill in the gaps, but it isn’t perfect.
And it gets even more complicated when you factor in new, non-traditional competitors like Netflix, Hulu and Amazon, which are developing original programming.
And it gets even more complicated when you factor in new, non-traditional competitors like Netflix, Hulu and Amazon, which are developing original programming.
In this episode of The Research Insighter podcast
series, Platt Zolov discusses:
• Balancing usage with self-reported data
• Privacy concerns related to linking multi-platform
and loyalty
• Providing a 360-degree view of viewership in the
modern media landscape and more…
Editor’s note: Jason Platt Zolov will be speaking at the Media Insights& Engagement Conference 2014 taking place January 29-31 in Miami, Florida.
For more
information or to register, please visit http://bitly.com/LHwwDX
ABOUT THE INTERVIEWER Marc Dresner is IIR USA’s sr. editor and special communication project lead. He is the former executive editor of Research Business Report, a confidential newsletter for the marketing research and consumer insights industry. He may be reached at mdresner@iirusa.com. Follow him @mdrezz.
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